Taking positive strides to overcome brand missteps in Asia

A Thai company owned by Unilever recently came under fire for promoting its skin-whitening products by offering cash prizes to students. In light of a social media backlash that criticised the brand for appearing to link education to fair skin, Unilever Thai Trading issued a public apology over any misunderstanding regarding the campaign. Brand consultants advise that companies which find themselves in hot water should react in exactly this way - quickly, transparently and honestly – to minimise any potential brand damage.

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